Technology has reinvented the press release, creating a way to not only announce news but also to build relationships with readers, customers and stakeholders. As a result, crafting a good press release takes skill, thought and planning. Be sure your press release has these key components to get recognized, published and read.
Clear and Interesting News
Press releases should be designed to announce company updates that keep the media and your stakeholders up-to-date and informed. You’ll want to make sure your information is relevant and significant enough to warrant a press release. If you’ve launched new products or services that provide solutions or improvements for potential customers, that’s news. If you’ve landed a large, recognizable customer who is willing to co-announce that information, that’s news. If you’ve earned third-party recognition or awards for outstanding service or performance, that’s news.
Visual Multimedia Support
According to HubSpot, less than half of readers skim written content but more than half will watch a video from beginning to end. The reality is that your audience is more likely to consume visual media than written content.
When you’re crafting your press releases, especially those that are delivered electronically, be sure to incorporate logos, photos, graphics and video links to better engage both the media and the external audience (your target market) they are reaching on your behalf.
Library of Quality Related Links
Do the background research for the media. Instead of providing only your self-serving press release, give writers and reporters a wealth of related information from both inside and outside your organization so they can craft an in-depth related story that your press release may spark.
Although providing links to industry trends, information on a bigger-picture local story, or even links to competitive information can seem counterproductive, in reality, helping the media with relevant information can only work to your advantage. If reporters believe you are trying to help them do their jobs better, they will be more likely to turn to you when they need a comment or perspective.
If you’re looking for help in creating a press release that convert and connects, contact GYC Vegas, a PR company in Las Vegas. Founded by Las Vegas public relations professional, Gina Yager, GYC offers strategic marketing, media relations, branding, community relations, special events and more. Yager has more than 18 years of experience in multiple industries including hospitality, tourism, gaming, food & beverage, entertainment, retail, non-profit and technology. She has worked with national, regional and local companies of all sizes – from start-ups and small businesses, to multinational corporations.